网络效应、信息技术与服务业跨国公司客户管理

Network Effects,IT and Costumer Management of MNCs in Service

通过对信息技术的成功应用,服务业跨国公司在参与全球竞争的过程中,可以克服传统市场竞争条件下的产能的限制,并能够更快地达到为获得网络效应所要求的临界值,从市场扩张的正反馈中获益。信息技术降低了客户管理成本,使得客户忠诚计划和价格歧视具备更强的操作性。因此提高了服务业跨国公司的竞争力。

It is pointed out in this paper that, with the successful applicationof IT, MNCs in service industry can overcome the capacity constraint in the traditional competitive situations in the course of attending globalized competition and therefore quickly reach the critical point of network effects and then benefit from the positive feed-back process. The application of IT lowers the costumer management costs, making loyalty program and price discrimination more implementable. As a result, it helps MNCs in gaining competitive advantage.